Last time, we discussed the importance of identifying real differentiators that resonate with your target market. Without this, you risk blending into all existing solutions and alternatives.

Now, it's your turn to apply the steps we identified to flesh out differentiators.

(For further explanation of any of the steps below, see the related article on Differentiators)

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A Note From the Author (Dan Wu, JD/PhD)

As a former startup SVP of Product, I've lived the challenges this covers. I've used similar frameworks and tools to build and manage responsible, high-growth products generating 6-7 figures of annual revenue.

I help social impact leaders find who will buy, what to say, and what to sell, fusing Silicon Valley product thinking & Harvard PhD insight.

Step 1: Copy the Value Proposition Worksheet

Fill this out. Provide comments on the article on on Differentiators

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Step 2: Fill out the Value Proposition Worksheet

This is the key information that will generate a “rough draft” of your differentiator, which is the second part of a positioning and messaging statement.

Go to the tab “Value Proposition Worksheet.” Scroll past the below. This comes later.

Open up your “Persona” worksheet for immediate reference. For instance, refresh yourself on the top limitations you’ve prioritized to solve with your differentiator.

Add in all items with the blue header under “Your Answer”

List Convincing Differentiators. Do so by going through Step 3 below. This clarifies which of your differentiators is most worth highlighting.

Step 3: Identify Differentiators

List differentiators that will convincingly and uniquely address their top unmet needs and limitations of existing solutions.

Commit to checking your optimism bias. To counter this, actually go through existing competitors and substitutes to see what they offer and where your strengths and weaknesses are. You might find your differentiator isn’t that unique after all. If that’s true, adjust your differentiator or reframe to think about how you can achieve better results for your shared target market.

Audit differentiators. Open tab “Differentiators” and brainstorm options. (For more specific guidance on brainstorming questions, see Messaging & Positioning Template: Differentiators).

If you need tie-breakers, fill out the columns to the right of the “tie breaker” column.

Add to the reasoning column. This helps others understand the “why” behind your scoring.

Step 4: Generate your Customer Unmet Needs Statement

Back in the “Persona Worksheet” tab:

Fill out the rest of the section “Convincing Differentiator.” Draw from your work in the tabs above.

View the draft generated, once all rows with a ⭐ are filled in.

Refine and clarify. (As also mentioned in the first post in the messaging and positioning template series, consider using AI to help generate options, but don’t overly wordsmith).

Step 5: Send Me Your Completed Worksheet

Check off and confirm completion of every key step in tab “Checklist”

Share this sheet with me providing “edit” access

Next: Marketplace Category

Now review the post about choosing a solid marketplace category that positions you well to succeed.

See the next article in the series below

View our related series on Positioning and Messaging (Toggle For More)

👉 Want the Tools Mentioned Above?

Start with our free checklist to get on the path to the rest.

Message Not Landing? Use Our Value Proposition Checklist Messaging and Positioning Template: Five Tips for Success

Dan Wu, JD/PhD

Dan Wu is our Lead Innovation Advisor focused on helping leaders build safe, high-growth products. As an SVP of Product & Chief Strategy Officer, he has led and managed products to achieve 6 to 8 figures in revenue. His work is informed by his background as a Harvard JD/PhD, where he focused on responsible innovation, social networks, and mixed-methods research.

Value Proposition Worksheet: A Systematic Approach

Value Proposition Worksheet: Identifying Differentiators in Record Time

A Note From the Author (Dan Wu, JD/PhD)

Step 1: Copy the Value Proposition Worksheet

Step 2: Fill out the Value Proposition Worksheet

Step 3: Identify Differentiators

Step 4: Generate your Customer Unmet Needs Statement

Step 5: Send Me Your Completed Worksheet

Next: Marketplace Category

👉 Want the Tools Mentioned Above?

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